Category Archives: Branding
Through my marketing career I have helped companies name themselves and their products. Each journey is unique, sometimes it is quick and sometimes not, it should not be rushed. More recently I have helped out a couple tech startups, think this through. Here are my insights from the perspective of a startup or small business. I will assume you do not have a large advertising budget to educate your consumers or users.
The strongest names tend to be:
- Easy to say(pronounce) and easy to write(spell)
- Easy to understand
- They tend to reflect Values or Benefits of the product not features, not sure of what FBV are? Look here
- Have emotion as they describe inherit values
- They may use words, with inherent trust in them, or coming a mythology already in place
- They may be counter-culture, to rest of their sector
- At least one noun
- incorrect spelling
- based on the latest trend
- swear words
- when using two words or more there is an inequality in the power of the words
Things that do not matter:
Too many companies choose names based on what is available on the web. URL vs Google search – in my humble opinion people rarely type in the URL bar, but instead will type the company name straight into their search engine (Google, Bing or Yahoo).
Corporate or product naming
Corporate branding – about the values, behaviours and thus culture of your organization. So that you can attract the right talent to your organization. In Simon Sineks’ book Start with the Why – people don’t buy what you do; people buy why you do it
Product branding – All about your customers and their needs/desires.
An example from a startup weekend (54 hours – No talk, all action):
We wanted to build a tele-presence (e.g. you could control it from a web browser) robot (on wheels, inductive charging and video camera) that people were comfortable with having in their home, it would either check to see if their pet was ok, used to communicate with tech-phobic granny or sweep the house to see if all was good. We felt the biggest market was to look after or checkin on either pets or grannies, our price point was $300. Women cared most. So I went to a dog park to see if small dog owners in apartment block inner cities would be interested. There were more women the first morning, all small dogs, about half could not get home to check their pet at lunchtime and would then rush home after work. They said “I would love to check-in with Frankly, he is so cute”. The term check-in appeared a lot in conversation. However they did not like the idea of a robot, it felt too un-organic, but one suggestion was “well if it looked like a bear that would be cool. So I started asking what animals people liked.. They seemed to reflect the movies of the time so, chicken, panda, penguin and monkeys.. so it made sense to call it ANIMAL + CHECKIN. So I tried Chicken Checkin – people reacted with a surprise and then a smile (That is good). This played well with the audience would buy it for their grandmother as well (the grand daughters using their own or mothers money for their grand mother). I then used animal names people wanted most on the higher price scale, aspiration and all that. Chicken checkin as the cheapest base model, Chatty Panda for the good model (two way video conferencing) and periscope penguin (extendable neck – kitchen counter).
One other thing I knew the leading competitors at the start-up weekend – one was being led by a local Venture capitalist on home security – so i was guessing they would be going for rational proposition, a touch of fear (of home invasion), republican and money. Another competitor was being led by a local Angel – another way to give money to homeless people, so very emotional, democrat, and fair. In terms of name and brand I was looking for humour, clarity, independent, emotional but tying into common sense. Essentially I was ensuring we would portray something very different in the pitch, not just in product but in style. It worked to a degree we won best presentation.
You can read the start weekend post here.
The importance of emotion
Every word comes with a meaning to a person, it may even not be about the word but the letters used. They may not or love the name simply because of their history. People always come with baggage.
Literal versus abstract names – its on a scale
Personally I believe the more literal the name, the less education(marketing) will be needed for people to place you. And it is important(why psychology and memory) for people to be able to place/position you if you want mass market rather than just visionary buyers.
How would you choose a child’s name? Why do certain names mean more than others? We have a surprisingly amount of prejudices/emotion based on human names, often based on the first person we met with that name
If you are finding difficult here is a process that may help you discover the name. This journey may help you explore more than just your name but your whole business. Its important to keep it separate from the design process.
Stage One: Research
- Know your shit – the business, the sector, the competition
- Know your values – a process in its self, which should really involve others
- Research your stakeholders – Porters five forces (Customers, Suppliers, Competition, New Entrants, Substitutes)
- Choose a perspective (Who are the first set of customers you want onboard, who will champion your cause – what is their psychological makeup? What words do they like and use)
- Your name is not alone – Type, colours, logo – will add clues to what you are about and can dramatically change the way words are perceived.
Stage Two: Get past the NOW
Sometimes people are so fixed about their idea, filter and prejudices that they cannot see clearly. As the startup journey is very often emotional, it can cloud us from ration thought, which can be helpful. That said a good name depends on having a strong emotional connection.
Get your team together and put the following questions on flip chart paper – give everyone post-it notes and a felt tip (it limiteds the number of words used) and describe:
Q1 – What do you(the organsation) do?
Q2 – How does your consumer/user benefit?
Q3 – What do you change in your consumer?
Q4 – Why are you unique? This one tends to get more bullshit answers than the others, be honest.
Q5 – What are your values and how does this reflect in behaviours and product/services? (If you are seeking actual behaviours then your values are not a reality, yet..) You should know this BEFORE you consider your name.
Everyone gets to put up there own views, no filtering or founder bullying. Each idea should be discussed (people can keep adding) and grown. Brainstorming – not sure how? Have a look here.
Stage Three: Record the journey
Reserve a lot of wall space..
The Wall of Names – somewhere there should a wall of ideas, post-it notes with names, all are valid ideas. Each person would try to grow each idea, or help it down the evolutionary ladder. The more people you allow into the process the more ideas you will get. This wall is not limited to words , pictures, sketches and photos are equally good.
The Wall of Customers (for product name) – the same as above but describes the customers you want. Their personalities, their drivers, fashion, music, everything
The Wall of Talent (for corporate name) – What are the types of people you want to attract? We all want smart people to work for us. But what kind of smartness? At a small business level your talent will be limited by the personality of the founder/leader. The unaware founder will want lots of people like them, but with different capabilities. The smart founder will be looking for different types of personalities as building a team is often about weaving, very different people together (as they all have different perspectives and will be able to see different problems and solutions).
Stage Four: Step out of your space
A fair degree of innovation comes from looking at other people doing other things, in other places and seeking what we can learn from them. In part this happens so often that Michael Porter had two elements (Threat of New Entrants and Threat of Substitutes) in his Porters Five forces model to account for people who can come from another sector and replace what you are doing e.g. Apple taking over music and in part mobile.
Look at other organizations in other sectors (not your own) – which organization would you want to be from any sector profit, non-profit or governmental. You are looking for the organizations that you admire and would like to emulate in some way. For each organization breakdown why you like them, into values, people, products/services, get a little deep here, you are trying to truly see past the marketing/propaganda to see how they are connecting with you.
After you have reviewed the organizations consider what does not occur in your sector that already exists in another.
Stage Five: Deciding
Choosing a name is not an easy process. Some people start with code names e.g. Project ALPHA, so they can just label it. Labelling is important for most humans. If you are on a timescale I would suggest taking everyone out of work to start the above process, allow for no distractions, if possible get an independent to help facilitate the session. They will concentrate on getting the best out of people in terms of ideas. What ever you do always sleep on it. The brain generally does some amazing stuff whilst you are asleep.
Names are like falling in love, you know it. This can take time. Everyone will feel it. That said even after choosing you may have doubts, thats ok.
The advocate – you will need at least one person to love the idea and explore its possibilities. Without a true advocate you do not have a good name.
Good places to think about it – Road Trip (with the team, not alone) you are together but in the real world with different stimulations, walk around a shopping mall, go to a conference about something you know nothing about, read an autobiography of someone with a completely different life to you. Lack of sleep can help 🙂 Expose yourself to different forms of stimulation.
These books are not directly related, but each has taught me something with naming:
Sticky Wisdom – Understanding and growing creative cultures
Eating the Big Fish – About branding when you are the punk on the block
How to have Kick-Ass Ideas – Shake it up
If you want to deeper into branding here are a couple other reccomendations
I welcome your thoughts and experiences. Where did your names come from? What are your favourite names?
Your brand is the COMPLETE experience, every interaction, anything that can change motivation and/or attitudes, with your company. This can include the consuming of your product and service, repair, suppliers and yes your recruitment process. The good modern brands are human and often concrete, you can trust them.
You are only worth an automated response..
If a person spend hour’s, maybe days writing a letter of introduction, adapting their resume/CV, maybe even pulling a slideshow or video together for you. And than they receive a notification that you will not even bother contacting them, because you have so many applicants. You know this type of letter:
Thank you for your interest in XXXX Company and for sending us your resume link and supporting information. We’re always looking for the best and brightest new candidates who are interested in joining our fast-growing team.
Please note, due to the vast number of enthusiastic applicants, we are only able to contact those we select for interviews. We will however take the time to review your resume, cover letter and all related materials you’ve sent through, and will contact you if you are selected as a shortlisted candidate.
We frequently add new positions to the Careers Page so keep an eye out for more opportunities to work at XXXX company.
I wonder who in an organisation is so naïve that they feel that this experience will encourage the ‘recruit’ into buying any of your products let alone a service. Many organizations don’t mash together their HR and marketing talent. When the applicant started the process the applicant was a keen advocate, which you have turned into something else.
No closure for the applicant
The typical scenario is where the applicant is not even told when you have been thrown out of the process, or when the process is complete and they have not got an interview. The applicant then does not even get a chance for closure. The first they may hear is through a press release on your website or indeed nothing. That’s just plain mean and very common.
As an applicant we only care if you have the capability
Most employers will not look at a candidates’ application if they have not even taken the time to write a relevant cover letter that covers off the person spec. So they expect you to spend time on them but they are not always willing to do the same. Aren’t good relationships formed on equality?
You are just a transaction..
It seems most Applicant Tracking Systems have being built from the aspect that you are just another process to deal with. They do not see you as a human that or you should be treated with dignity or respect. In fact the more they ‘take over’ the process the less human you are treated. People are not simple nor are the ways you should interact with them.
We are often more protective of our friends than ourselves
The applicant may not be alone during this journey through your recruitment system, as they may share it with their friends e.g. can you check the letter please, especially if they are woman. Friends don’t take it kindly if you reject, ignore or attack their friends. You haven’t just pissed off one person; congratulations you just gained two pissed off people for the price of one – who now thanks to online social media have the ability to share globally. They may not indeed talk about the job application process, they just may look at all your marketing as another ‘poke in the eye and respond negatively.
Your worse case scenario is that you have just given them the motivation (see this TED video) for the job applicant and their friends to dislike your products and services and look to your competitors.
Bottom line – the buying power of every rejected applicant is?
In the end this will affect you financially. The chances are that you will reject more applicants than you will take on board. You will, probably still want them as a consumer? Who will pay a company that has just rejected them? or even taken the time to communicate, er, anything after the initial application.
Not just B2C
In the B2B sector relationships are even more important and in the end B2B purchases come down to a very human emotion e.g. Trust.
StartWire, recently completed a survey of 2,000+ job seekers, asking how a company’s application process affected their view of the brand. This is what we heard:
- 77% said they think less of companies that don’t respond to job applicants,
- 72% would be deterred from recommending or speaking positively online of your company
- 58% said they’d even think twice about buying your products or services if they don’t ever hear from you after they submit their application.
Outsourcing to save money
I wonder who missed the lessons from out sourcing call-centres to another country where the understanding of both culture and language was insufficient to handle the customer care in an appropriate manner. Now its automated on a computer (and they are really known for their customer care!), you are not even worth a human response.
Good ‘customer service’
If your customer service system treats your customers as just a transaction you deserve to go out of business. Humans want to be treated with respect and dignity. Even politicians know this hence why some of the most sophisticated marketing happening on the planet is happening in election campaigns. But some of the best sustained examples I have seen in customer service are from Zappos (http://www.zappos.com/) or Freshbooks (http://www.freshbooks.com/) They essentially treat you with respect and appreciate your time is as valuable as theirs.
Who is accountable for this?
Maybe the CEO for not paying attention or CFO for cost cutting, or the HR leader being squeezed or even the CMO for not considering the brand impact. In the end HR needs people to ensure a good experience.
The days of unaccountable recruitment and HR process are coming to an end if you are consumer-facing provider.
On-line systems are rating well everything. For example http://www.ratemyemployer.ca/ it’s only a matter of time when people start rating recruitment systems and HR. We already have individual rating systems for people such as http://blog.ratemyprofessors.com/
It will not get easier to find talent, just more competitive
The economist wrote two pieces about how hard it is in get the right talent:
The Search for Talent – http://www.economist.com/node/8000879
The battle for brainpower – http://www.economist.com/node/7961894
Another article of interest – Canadian tech CEOs see shortage in talent. – http://www.pwc.com/ca/en/emerging-company/connecting-vision-to-reality/ceo-report-emerging-companies.jhtml
In these circumstances, is it wise to give job applicants a good experience? They may return and have grown since they last applied, if you gave feedback last time, they may have responded to it and exceed your expectations on the next attempt.
Now add Generation Y behaviour to this and you have an interesting power cake just around the corner.
Is your recruitment system losing you customers and damaging your brand? How many job applicants did you reject last year? How much social influence did they each have?
It seems to me that corporate culture is on a journey from repression to expression from viewing human beings as number, resources, sales figures to, surprise, human beings. It can be seen in the HR titles e.g. VP Personnel -> VP Human resource -> VP People. I think the organisations that have the lead HR person reporting into finance or corporate or operations are worse off. There is one person, that a lead HR person should report into i.e. CEO. In terms of political power HR are generally one of the weakest on a board (if they are even on it), I think in part because so many of their process orientated capabilities are being outsourced, maybe because people are too complex or too emotional compared to finances/sales/operations. Or maybe its because in some organizations leaders are taking on the role of HR for their teams (about time).
Reward, if possible give feedback and say thank you
The job applicant, was a person who wanted to help your organization grow, for a moment in time were probably your most passionate advocate. Yet they are often treated like robots, resources or costs. How would you like to be treated? If someone has invested more time in your company than the average, why not say thank you. Tell them what they are missing in terms of capability or fit and prove you mean it. I think the best companies employ on ‘fit’ before capability. Who is to say that this person maybe a future employee? Consider it another form of relationship marketing.
Leadership accountability – Don’t pass the buck!
If a candidate gets through a number of stages, it should not be HR having to give the bad news, the leader should do what they are paid for and give the bad or good news. I believe leadership is taking on the responsibility of your decisions both the easy and tough ones.
- Tell the applicant when they have been removed from the process.
- Give some useful feedback; the chances are that you have spent some time human processing anyways; at least give the biggest single reason why they were knocked out. You may find that there are a lot of standard reasons e.g. you do not have enough relevant experience or the average interview applicant will have 5 years more experience.
- Say thank you in some meaningful way.
- For those who you think culturally match, consider other posts or put on a watch list. But be careful no one believes “we will file it and if something comes up we will contact you.”
- The deeper the experience (number of interviews) the more likely rejection will be felt. But also they are more likely to be match for your organization and thus the more likely they may be a future employee.
- For all candidates that have being interviewed by the manager, should be given the news by the manager.
You are nothing without your people. The ones you have now and the ones you have yet to work with.
A lot of people seem to believe that a brand is about advertising. That it is merely corporate identity, the name, and the logo, the colours used.
So here is what after 19 years of marketing I uses a definition for my start-up and my marketing students.
- Its starts with the founder(s) vision,
- It shifts according to the team they have built and their values plus behaviour
- Its is limited by the technology used
- Its expressed and reflected in the product built
- And finally it is decided on by users and their experience both with the product and customer/support team
Whilst it starts with the founder(s) it is decided and defined by your users.
I believe good strategy and brand can support each other. It’s not about spending lots of money on an icon, name or colours. It is about the sum expression of what you are already doing.
For me a good strategy and brand go together through having a vision, mission and values. These will evolve but they will help guide your decisions – what space am I in (Vision – some call this Brand promise), How will I change it (mission) and how will I make decisions (Values).
Here is ours http://www.professionalyou.com/vision.html once we had done this, it was easy to develop a corporate identity as our prime value is Growth, hence the tree and colours. This value set has/is helping me make a large number of decisions about what we are and what we are NOT.
Once I wrote the vision, mission and values name came to me i.e. Professional You. Not in a sudden flash admittedly. Personally I prefer names that are concrete and that mean something. If you take no time I believe it shows your users that you do not care, that you are only temporally, why should they invest in you if you can not get the basics right. Sometimes sharing this journey (of choosing your name) can also be powerful when users want to know who you are.
It is both my strategy and brand; my pitches are cleaner for it, my messages cleaner and my decisions easier. People tend to trust clarity, if you are clear people find it an easier journey to trust you, branding can help you with this.
So far I have spent nothing on advertising, on creative agencies and a local (Vancouver) designer helped with the logo for free.
Occasionally I tweak the vision and mission as I form better ways to describe what we are up to.
It will continuing evolve but in the end users decide, so do not forget the importance of your customer/user facing staff if they are happy your customers are more likely to be also 🙂
P.S. Do tell your users who you are and what you are about. It is always disappointing if you go to the About Us on a web page, to see that you don’t care to make an effort or even bother to introduce yourselves and its not polite 😉